Pepsico International are experiencing enormous growth in emerging markets. Their internal challenge is to drive their own talent to work in these markets and initially, Moscow. DVA was asked to find a way to inspire employees to want to know more and explore the opportunities. Our strategy centred around an inspiring and informative microsite, designed to provide key information about living and working in Moscow, using shot video footage of expats talking about their experiences.
In today’s globally connected environment, the first place people go to explore a career move, let alone a re-location to another country, is online. Plus, in this context, what better way to initiate interest than hearing from expats who work in these countries what it’s like, how they overcame their perceptions about life and a career in Russia. Plus, online video is here and it’s huge!
We created a microsite, to sit alongside the intranet, that incorporates video footage of expats from Pepsico in Moscow, shot on location, edited and post-produced by us, telling visitors all about working and living in Moscow.
The microsite is designed to be light enough on information detail, but provide enough to inspire and motivate potential staff – to enquire and talk to someone about the opportunties.
DVA also created a campaign of ideas to drive global staff traffic to the microsite, including banner ads on other internal sites, email strategy and offline activity